The Pattern of Recovering and Brand Promotion of Commercial Banks in Iran (Case Study of Bank Saderat Iran)

Enjoying a strong brand is one of the factors affecting the success of organizations in competitive markets. This research has been conducted to investigate factors affecting the recovery and strengthening of Bank Saderat Iran’s brand. Mixed method approach (qualitative and quantitative) was used in this research. In the qualitative part of the research, the data collection instrument is a semi-structured interview and the statistical population includes the bank's deputies, managers and high-rank experienced experts. In order to collect the required data, the purposeful sampling method has been used. In the quantitative part of the research, 384 questionnaires were distributed among the employees and managers of different branches of Bank Saderat Iran in the form of simple random sampling, and the resulted data from these questionnaires were subjected to exploratory factor analysis using SPSS and SmartPLS software. The results of interview analysis using open, central and selective coding showed that 368 open codes (sub-themes) in six central code categories (main themes) of requirements, consequences, influencing factors, limiting factors, facilitating factors and inhibiting factors are effective factors in strengthening and restoring the Bank Saderat Iran’s brand. The results showed that the geographical area of the branches, customer orientation, innovation, perceived service quality, being safe; speedy and up-to-date, organizational agility, easy access to services, financial structure of the bank, development of corporate banking services, private banking, new marketing methods and tools, digital banking, corporate running, strengthening the brand through creation of affiliated companies, strong investment framework of bank-affiliated companies, and good communication with the customer are among the building components of the requirements for strengthening and revitalizing the brand of Bank Saderat Iran.